QuickHit - Fishing Lure

Objective
This project launched a brand-new fishing lure brand at Bass Pro Shops, where it had to compete on a crowded wall of established names. I designed the brand identity and the packaging structure together, so the pack shows off the lure, protects it in shipping and on the peg, and gives anglers a bold, clear reason to pick it up.

The result earned numerous design awards, including a people’s favourite award for best design in CPG.